Based in Rhode Island, Keel Vodka is pushing its product into Massachusetts

Saturday

Aug 24, 2013 at 12:01 AM

Entrepreneurial Rhode Islanders continue searching for that perfect distillation that will become a profitable happy-hour staple, the latest being Keel Vodka.The spirit with the maritime-influenced moniker...

Paul Grimaldi Journal Staff Writer paulegrimaldi

Entrepreneurial Rhode Islanders continue searching for that perfect distillation that will become a profitable happy-hour staple, the latest being Keel Vodka.

The spirit with the maritime-influenced moniker joins Thomas Tew rum, Uprising whiskey and barrels of beers from Foolproof, Grey Sail and Bucket — among other Rhode Island breweries — on bar and store shelves.

Created by native Rhode Islanders Tom McGowan and Bill Dessel, the zero-carb, low-calorie vodka is aimed at the weight-conscious cocktail drinkers targeted by the Skinnygirl brand created by reality-TV star Bethenny Frankel and low-calorie beers.

Dessel runs Billy’s restaurant in Barrington. He met Newporter McGowan in the 1980s at Boston College. A couple of years ago, they decided to go into business together

“It’s an emerging market,” Dessel said.

Vodka accounts for 70 percent of distilled spirits sales, according to Dessel.

“Vodka seemed to be the natural place to begin” selling low-calorie liquor, Dessel said.

The name “Keel” was McGowan’s idea. He loved the slogan “stay balanced,” which serves as product mantra and gives the label its nautical theme.

With 58 calories per shot (11/2 ounces), Keel is the lowest-calorie vodka on the market, Dessel asserts.

The vodka is made at an Idaho distillery, but the business is based in Newport. Keel is distributed in Rhode Island by MS Walker Distributors.

“Our big thing is to get people to try it,” Dessel said.

After a year of promoting Keel in Rhode Island, McGowan and Dessel — along with partner ex-New England Patriot Matt Light, are pushing their product into Massachusetts.

They began their Massachusetts move this summer by employing a tried-and-true marketing technique —the celebrity event. Through Light, they were able to feature Keel at a premiere of “2 Guns,” the movie starring Bay State native Mark Wahlberg and Denzel Washington.

“It was a great opportunity to jump into Massachusetts,” Light said.

Pushing beyond the home field of Southeastern New England will take ingenuity and effort, Light said.

“We’re jumping into a space with a whole bunch of giants — it’s a huge challenge,” Light said.